Complete Story
 

03/16/2017

NMA: Quality is on our industry’s side

From The NMA

Last week the Alliance for Audited Media launched the AAM Quality Certification, which they describe as “a new holistic approach to verifying digital publishers.”  The program is designed to provide advertisers assurance that they are reaching the digital audiences they intended when they placed their advertising.  The program also supports premium publishers that differentiate themselves based on the quality audience they can deliver and the assurance that the metrics used to measure the size of that audience are accurate.

This program is another opportunity for publishers to reinforce an effective positioning statement for their news media companies: Quality.

Quality and accuracy are themes for our industry in an environment of “fake” news. Our audience puts trust in what we produce in print and online.  In a recent survey conducted for BuzzFeed News, newspaper media ranked first in trust, with 74 percent of the public stating they “mostly / always” trust print newspapers.  Newspaper websites were ranked second at 69 percent. Compare this with “online-only news publications” at 55 percent and only 27 percent stated they trusted what they read on Facebook.

This degree of trust among readers in our news content also applies to advertisers who rely on the extra scrutiny newspaper publishers provide through AAM audits and consistent reporting.

The Association of National Advertisers (ANA) is backing AAM’s Quality Certification for publishers. In AAM’s press release, on the launch of the program, ANA CEO Bob Liodice states, “Last year the ANA asked what AAM could do to help minimize digital advertising fraud. As we worked toward a solution, we realized that while reliable technology and measurement are critical, there is no substitute for independent third party verification. AAM has given us a long-term solution to minimize digital advertising fraud. So today the ANA is calling for marketers to demand AAM Quality Certification of publishers.” Expect other organizations to follow.

Continue Reading>>

Printer-Friendly Version